Digital Marketing and the Role of AI - MAN00068M
Module summary
| This module explores modern-day marketing that has got a distinctive digital flavour while highlighting the transformative role of Artificial Intelligence (AI). By providing a broad range of theories, concepts, case studies and research related to digital marketing and AI applications, the module hopes to whet the appetite of any aspiring marketer. |
Module will run
| Occurrence | Teaching period |
|---|---|
| A | Semester 2 2025-26 |
Module aims
| Specifically, it aims to: - introduce emerging digital marketing principles as an increasingly important part of marketing theory and practice, - offer an understanding of the paradigm shift from traditional marketing to digital and AI-driven marketing, - provide an understanding of the dynamics and interrelationships among key marketing variables, with a focus on how AI is transforming the definition and execution of effective marketing strategies in a digital context, - present ways to critically analyse, plan, develop and critique digital and AI-driven marketing practices, - demonstrate innovative research in the field of digital and AI-driven marketing. |
Module learning outcomes
| By the end of this module, you will be able to: Content related learning outcomes - Identify the impact of digital technology and AI on both organisations and consumers. - Demonstrate a systematic understanding of traditional marketing theories and concepts in the digital landscape, considering the impact and opportunities presented by AI. - Critically apply digital and AI-driven marketing concepts to a range of organisational types. - Synthesise a range of digital marketing theories, including those exploring the implications of AI, to critique a range of real-world cases. - Critically analyse digital marketing challenges and effectively formulate digital and AI-driven marketing campaigns for businesses in a global context. Skills-related learning outcomes - Develop an understanding of the importance of group work and how it can contribute to the development of your personal skills. - Work both independently and in teams, set goals, and complete tasks within deadlines. - Think critically to produce logical and structured arguments supported by relevant evidence. - Sharpen your academic writing and referencing skills. |
Module content
| Indicative topics to be covered include: Digital marketing concepts, tools and techniques Analysis of the online marketplace Segmentation and positioning of products and services online Consumer behaviour online Omni-channel marketing Search engine marketing Social media marketing Crisis management on social media Use of AI in content marketing Crowdsourcing to AI-sourcing AI-based applications such as chatbots and recommendation systems Prompt engineering Ethical considerations and bias in AI-driven marketing Virtual experiences and the metaverse Human-AI collaboration in marketing |
Indicative assessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 75 |
| Groupwork | 25 |
Special assessment rules
None
Indicative reassessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 75 |
| Oral presentation/seminar/exam | 25 |
Module feedback
| After the group work, each student group will receive oral feedback with detailed comments on their formative assessment, explaining how the group performed in relation to each of the criteria used for assessment. At the end of term, a module evaluation report will be prepared to be approved by the Board of Examiners and uploaded onto the VLE. Turnaround time will be consistent with the departmental policy. |
Indicative reading
| Chaffey, D., and Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson. Some Useful Journals Computers in Human Behavior European Journal of Marketing Harvard Business Review Internet Research Journal of Advertising Research Journal of Business Research Journal of Interactive Marketing Journal of Product & Brand Management |